The fashion model and activist Arizona Muse will deliver a keynote talk at Pure London's Power of One sustainable fashion project
The model and activist, Arizona Muse and the author of Fashionopolis and Vogue’s newly appointed Contributing European Sustainability Editor, Dana Thomas are to headline as keynote speakers at this year’s trade fashion buying event, Pure London.
Taking place at the Olympia London from July 17 to 19, Pure London will welcome the pair as they headline the show’s Power of One sustainability content this year.
To kick the sessions off, Dana will deliver an insightful keynote address on Sunday, July 17 at 11am that explains why it is not only important but imperative to be eco-responsible in fashion, from field to form.
Following this, on Monday, July 18 at 2pm, Dana will be in conversation with Arizona and sharing their passion for raising awareness around the climate emergency, biodynamic farming, and some of the positive solutions for businesses keen to support a regenerative and sustainable future.
Arizona is a model, environmental activist, and the founder of DIRT – a charity that supports and promotes Biodynamic Farming as a solution to soil degradation and the climate crisis as a whole. The 33-year-old mother of two is one of the world’s most recognisable models, having fronted campaigns for brands including Chanel, Estée Lauder, Prada, Louis Vuitton, and Yves Saint Laurent.
Over the past six years, Arizona has become a passionate and renowned advocate for sustainability and environmental regeneration, and one of the fashion industry’s leading voices on the topic.
She launched DIRT in 2021 to lead the regeneration of the land that collaborates with farms and biodynamic agriculture projects, and acts as a link for companies willing to support producers and contribute to establish more sustainable processes.
DIRT has an ambitious portfolio of collaborations with different initiatives, including a biodynamic wool-producing farm in England, a mine regeneration project in Uganda, and a foundation that helps rescue, protect, and reintegrate trafficked children and women in Romania by offering them shelter and work on biodynamic farms.
She also sits on the board of the non-profit The Sustainable Angle, the UK’s leading resource for sourcing sustainable materials. She is also an ambassador for Greenpeace and Women for Women, and has collaborated on campaigns with Oxfam and various UN organisations including UNDP, UNEP, and UNFAO.
“My environmental activism began nearly seven years ago, when I realised I didn’t know where my clothes were made, who made them, or what materials were used in the process,” she said.
“Ever since then, I have been on a fascinating and eye-opening journey to learn the truth about how clothes are made, and the impact this has on planet Earth. This journey has always led me back to the origin of where materials come from – the soil.
“It is now my life’s mission to raise awareness for the climate emergency and how the regeneration of soil is one of the greatest tools that we have in the face of it.
“Fashion has a long, long way to go but I am optimistic about its future. The solutions are there, now it’s just a matter of using them. I’m excited to meet the Pure London audience and discuss these solutions with Dana.”
Dana, meanwhile is the best-selling author of Fashionopolis: The Price of Fast Fashion as well as the host of her own climate change-focused podcast, The Green Dream where she welcomes experts, creators, and changemakers from politics to fashion for conservations on all things sustainable. Her latest episode sees her in discussion with previous Pure London keynote speaker, the fashion eco-warrior Katharine Hamnett.
“Little by little, sustainable, responsible, conscious fashion’s piece of the pie will get bigger, and that will mean less unsustainable fashion out there, and less damage to humankind and Mother Earth,” said Dana.
“As David Attenborough has said, you can’t have infinite growth on a finite planet. Fashion is going to have to pivot (and fast) in many different areas – sustainable sourcing, traceability and transparency, de-growth – to meet the Paris Climate Agreement goals.
“Greenwashing may be a temporary solution to boost a brand’s image, but there are systemic changes that need to be made, and brands that don’t take those changes seriously will not survive. There are a host of cool start-ups in sustainability – be it sourcing, production, or product afterlife – that the sector should embrace and support financially.
“I’m honoured to be invited to talk about this and more at Pure London.”
Visitors to this year’s Pure London are invited to join Annick Ireland, founder of Immaculate Vegan, Marilyn Martinez, project manager at Ellen McArthur Foundation, and Rachel Kan, founder of Circular Retail for a talk about Vegan fashion and the Circular Economy taking place on Monday, July 18 at 3.30pm.
Gloria Sandrucci, event director, Pure London, said: “We are incredibly excited to welcome such inspirational expert heavyweight guests to Pure London. Since launching our Power of One initiative in 2019 we have committed to supporting the journey of our brands and retailers towards sustainability.
“Fashion with a conscience is now an essential, not just a niche concern for retailers. While wholesale fashion has always worked in a slower and more considered way compared to fast fashion, there’s a huge need and appetite across the board to learn and do more.”